Assessing the effect of organic-food short storytelling on consumer response

Yong You Nie, Austin Rong Da Liang*, Dun Ji Chen

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

13 Citations (Scopus)


This study explores the influence of organic food storytelling on consumer response. A random sampling method was used to select organic food retail stores and markets, and then collected 578 valid samples by a quota sampling method. Four storytelling types, including individual story, environmental story, price story, and food therapy story, were based on interview results. Based on partial least squares results, organic food storytelling indeed led consumers to prefer natural food, with food therapy storytelling being the most important factor that influenced their preference for natural food. This was followed by environmental story, price story, with the individual story being the last one. Except for the individual story type, the other three story types established more positive consumer attitudes toward organic food. The preference for natural food increased consumers’ purchase intention, followed by attitude toward organic food, and finally by individual story.

Original languageEnglish
Pages (from-to)968-985
Number of pages18
JournalService Industries Journal
Issue number15-16
Publication statusPublished - 2017 Dec 10


  • Food retailer
  • attitude
  • preference for natural food
  • purchase intention
  • storytelling design

ASJC Scopus subject areas

  • Strategy and Management
  • Management of Technology and Innovation


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